via Nieman Lab:
Ever since the Angels signed star first baseman Albert Pujols and pitcher C.J. Wilson, fans had been going nuts with anticipation for the 2012 season. The growing excitement gave the paper’s Angels editor, Keith Sharon, what he called a “crazy idea.”
“They’ve never been so excited,” Sharon told me. “Given that atmosphere, I wanted to match the intensity and the enthusiasm of the fans somehow. I like flash mobs, I like cash mobs, and what I’ve been telling people is this is an overwhelming choreographed allocation of news resources. I want everybody who sees our website, our print product, our iPad product, our mobile device product to think: ‘They thought of everything. I mean everything.’”
So what exactly does an Angels news mob cover?
A real estate reporter is doing a story about how property values around Angel Stadium have gone up. A business reporter talked to the manufacturer of Angels bobbleheads. A technology reporter interviewed the person who picks the songs and video clips that run during the game. The person who usually covers celebrity gossip filed a story about the 1870s-era baseball cards that are in a Library of Congress collection. One reporter is writing a story about an Angels fan who plans to propose to his girlfriend at the opening-night game.
FJP: Great idea? Overkill? Not quite sure yet.